Happenings

Published on October 30th, 2019 | by Jerry Doby

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Land Rover Announces 4XFAR Live Music and Adventure Festival Headlined by Anderson .Paak & The Free Nationals and Mark Ronson & Q-Tip

Land Rover today announced the creation of 4xFAR, a weekend live music festival event combining award-winning musical performances with lifestyle, culinary and adventure experiences to take place January 18-19, 2020 at the Empire Grand Oasis in the Coachella Valley in Southern California.

Created to celebrate the new 2020 Land Rover Defender coming to the U.S., 4xFAR will be for people with a passion for exploring the unknown and exploring new adventures.

4xFAR will be the first opportunity for consumers to experience the highly anticipated new 2020 Land Rover Defender on a purpose-built off-road course, alongside the full range of current Land Rover vehicles. In a nod to the past, present and future of the Land Rover brand, the weekend event will also include special displays of heritage vehicles from the brand’s storied 71 year history and parking corrals to feature Land Rover Club members making the trek to the Coachella Valley.

4xFAR will feature a singularly eclectic and diverse forward-thinking music lineup that blurs genre lines and invites attendees to explore the far flung corners to today’s music landscape. The line-up is led by Grammy-winning Anderson .Paak & The Free Nationals with Mark Ronson & Q-Tip, as well as two-time Grammy nominated live electronic duo Sofi Tukker. The unique programming continues with former The War on Drugs frontman turned solo artist Kurt Vile and the Violators, and British-Japanese electronic house producer Maya Janes Coles.

The broad spectrum curation of the 4xFAR musical experience is furthered by American rock band Young The Giant, English songwriting prodigy Mahalia, surf-rock icons Tijuana Panthers, synthesizer expert LP Giobbi, and Brighton’s Chappaqua Wrestling with more artists to be announced.

The festival will include an adventure area created with media partner Outside, the world’s leading brand covering the active lifestyle, offering guided workshops like slacklining, rock climbing, yoga & mobility, mountain biking, campsite mixology, navigation & wilderness safety, along with other demos and activities throughout the weekend. Other activities will include intimate athlete and ambassador programs from Land Rover partners including professional volleyball player Gabby Reece and famed big-wave surfer Laird Hamilton, the United States Equestrian Federation and the United States Ski and Snowboard.

The weekend will also feature curated art and design activations, interactive photo moments, VIP amenities and a 4xFAR marketplace which will offer an array of exclusive branded and curated goods and apparel.

CHASE, the financial partner for Land Rover, will host the VIP Oasis area for guests.

“The new Land Rover Defender is an iconic vehicle reimaged for the modern era. We’ve created the 4xFAR Festival to introduce the Defender back to the U.S. in a fresh and exciting way by bringing together a unique experience combining adventure, culinary arts, and music in an unforgettable weekend,” said Kim McCullough, Vice President of Marketing, Jaguar Land Rover North America.

Since 2009, Land Rover has been on a transformational journey with new products and expansion of the Range Rover and Discovery families, resulting in U.S. sales growing from 26,000 units in 2009 to 92,000 units in 2018. The previous generation model of the Defender ceased global production in 2016 and has been absent from the U.S. market for more than 20 years; last being offered for the 1997 model year.

With the launch of the new Defender, the Land Rover lineup expands to three families of highly-capable SUVs: Range Rover, Discovery and Defender. The new Defender is Capable of Great Things: a symbol of modern strength for those who go above and beyond to make great things happen – exploring uncharted territory and expanding the limits of possibility. With a nod to the historic Land Rover Defender, the new Defender is the toughest and most capable Land Rover vehicle yet, combining a new body structure with all-new technologies and proven hardware to create a Defender that is fit for the 21st century.

The 2020 Land Rover Defender will make its North American debut at the Los Angeles Auto Show in November 2019 and will be available in the U.S, in a 110 and 90 body style. The Defender 110 is priced from $49,9001 in the U.S. and will go on sale in Spring 2020; the Defender 90 body style will be available later in the year 2020. Configure your new Defender at www.landroverusa.com/Defender

Tickets for 4xFAR are on sale now. For more information about 4xFAR, visit www.4xFAR.com or follow @4xFAR on Instagram, Facebook and Twitter and join the conversation using #4xFAR.

For more information about the new Land Rover Defender, visit www.landroverusa.com/Defender and follow @LandRoverUSA on Instagram, Facebook and Twitter.


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About the Author

Editor-in-Chief of The Hype Magazine, and internationally published arts & entertainment journalist. Member of the U.S. Department of Arts and Culture as well as the United States Press Corps.


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